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Events
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Explore our Research →The big answers: EMARKETER Daily quiz
Article |
Nov 26, 2025
Diners are finding restaurant deals in their inbox and social feeds
Article |
Nov 26, 2025
Last-minute ways retailers can win the Cyber Five
Article |
Nov 26, 2025
Bringing clarity to CTV: The push for consistent KPIs and smarter signals
Article |
Nov 26, 2025
Marketers lean on programmatic to take full advantage of CTV's strengths
Article |
Nov 26, 2025
OpenAI defends ChatGPT amid lawsuits over mental health harms
Article |
Nov 26, 2025
Novo aims for a stronger Wegovy dose to rival Lilly’s Zepbound
Article |
Nov 26, 2025
US Bank’s Bonus Days promotion seeds ground for possible media network ambitions
Article |
Nov 26, 2025
Here comes the BNPL: David’s Bridal brings Sezzle to wedding dress shopping
Article |
Nov 26, 2025
Apple Pay remains dominant at the POS but PayPal, Cash App, and Google Pay gain ground
Article |
Nov 26, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Instagram Social Buyers
Ad Revenue
Ad Revenue, per User
Ad Revenue per Hour, per Person
Time Spent
Social Buyers
by Sex
by Generation
by Race/Ethnicity
Source: EMARKETER Forecast, November 2025 - November 2025
Note: ages 14+; social network users who have made at least one purchase via the Instagram platform, including links and transactions on the platform itself, during the calendar year; including online, mobile and tablet purchases
Additional Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos or other content.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues of major online retailers and social network companies, consumer online buying trends, and macro-level economic conditions.